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AVIF Unveiled: Revolutionizing Image Compression – Comparing JPEG, WebP, and the Future of Web Imagery

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Two rotating gears on a blue background representing the compression update for AVIF.

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Table of Contents

AVIF stands for AV1 Image File Format, a modern image format developed by the Alliance for Open Media (AOMedia). The format utilizes the open-source AV1 video codec for image compression, significantly improving compression efficiency compared to traditional formats like JPEG and WebP.

The Alliance for Open Media is a consortium of industry leaders, including Google, Cisco, Mozilla, Netflix, and Amazon, who have collaborated to create a royalty-free video codec that outperforms other codecs regarding compression and quality. The AV1 video codec was initially developed for video streaming, but its impressive capabilities have also been leveraged for still image compression, resulting in the AVIF format.

Comparing AVIF, JPEG, and WebP

To understand the true potential of AVIF, it’s crucial to compare it with its counterparts, JPEG and WebP.

Compression Efficiency

One of the key advantages of AVIF is its superior compression efficiency. AVIF can reduce file sizes by up to 50% compared to JPEG and WebP without sacrificing image quality. This improved compression means faster loading times and better overall website performance, especially for image-heavy websites.

Image Quality

AVIF delivers higher image quality at the same file size as JPEG and WebP. It supports a wider color gamut, higher dynamic range, and better color depth. AVIF is more suitable for displaying high-quality images, such as professional photography or digital artwork, on the web.


AVIF is an open-source format, free from patent and licensing restrictions. This is a significant advantage over WebP, developed by Google and JPEG, which is subject to potential patent licensing issues. The open-source nature of AVIF ensures its widespread adoption and development.

AVIF and WordPress

The benefits of AVIF have been noticed by the WordPress community—faster loading times and improved performance benefit search engine optimization (SEO) and user experience.

Benefits of AVIF for WordPress Users

Implementing AVIF on your WordPress website can lead to several benefits:

  • Faster loading times: Smaller file sizes reduce loading times, making your website more responsive and user-friendly.
  • Improved SEO: Faster-loading websites are favored by search engines, potentially improving your search engine rankings and driving more organic traffic to your site.
  • Enhanced user experience: High-quality images with minimal load times contribute to a better user experience, increasing user engagement and reducing bounce rates.

Browser Support and Fallbacks

While AVIF offers significant benefits, it’s important to note that only some browsers support it. As of the time of writing, major browsers like Google Chrome, Mozilla Firefox, and Microsoft Edge have implemented AVIF support, while others like Apple’s Safari are still catching up.

To ensure your website performs optimally for all users, it’s crucial to use a fallback mechanism that serves other formats (such as JPEG or WebP) for unsupported browsers. The HTML picture element is an excellent solution for this purpose:

  <source srcset="image.avif" type="image/avif">
  <source srcset="image.webp" type="image/webp">
  <img src="image.jpg" alt="Description of the image">

This code serves the AVIF image to browsers that support it, the WebP version to browsers that support WebP but not AVIF, and the JPEG version as the last fallback.


Overview of EWWW IO

EWWW Image Optimizer (EWWW IO) is a popular image optimization plugin for WordPress. It helps compress and optimize images automatically to reduce file sizes and improve website performance. EWWW IO supports AVIF, meaning it can automatically convert and serve images in the AVIF format for supported browsers.

Implementing AVIF with EWWW IO

Using EWWW IO, WordPress users can use AVIF’s benefits to enhance their website’s performance and user experience. To implement AVIF with EWWW IO, follow these steps:

  1. Install and activate the EWWW IO plugin on your WordPress website.
  2. Navigate to the EWWW IO settings page in your WordPress dashboard.
  3. Enable the “WebP and AVIF Conversion” option.
  4. Choose the preferred conversion method (e.g., local conversion, API, or cloud service) based on your requirements and the plugin’s documentation.
  5. Save your settings and let the plugin handle the conversion and delivery of AVIF images for supported browsers.
  6. Best Practices for Using AVIF in WordPress

To make the most of AVIF in WordPress and improve your website performance, you should follow these best practices:

  1. Install an image optimization plugin: As mentioned earlier, EWWW IO is an excellent plugin for optimizing images in WordPress, including support for the AVIF format. Plugins like ShortPixel, Imagify, and WP Smush also offer AVIF support. Choose a plugin that best fits your needs and preferences.
  2. Serve images using the picture element: The HTML picture element allows you to serve different image formats based on browser support. This way, you can use AVIF as the primary format while providing fallbacks like WebP and JPEG for browsers that don’t support AVIF yet.
  3. Test browser support: Keep in mind that while AVIF adoption is growing, only some browsers support it. Regularly check browser support to ensure your website performs optimally for all users. You can use resources like Can I use ( to track browser compatibility.
  4. Monitor performance: Continuously monitor your website’s performance, as image optimization can significantly impact loading times, user experience, and search engine rankings. Tools like Google PageSpeed Insights, GTmetrix, and WebPageTest can help you analyze your website performance and suggest further improvements.


AVIF offers substantial benefits for WordPress users regarding image quality and compression efficiency. Adopting this format and following best practices can improve your website’s performance, enhance user experience, and potentially boost your search engine rankings. Monitor browser support and use fallback mechanisms like the picture element to ensure user compatibility.

As the digital landscape evolves, staying informed about the latest developments and trends is essential. AVIF is undoubtedly one of the most promising advancements in image compression technology. Its adoption by significant browsers and support from popular WordPress plugins like EWWW IO makes it an increasingly viable choice for web developers and content creators.

As more browsers continue to support AVIF, it’s only a matter of time before it becomes the standard for image compression on the web. Now is the perfect time to familiarize yourself with AVIF and start implementing it on your WordPress website to stay ahead of the curve and provide the best possible experience for your users.

As you embark on this journey, remember to explore various image optimization plugins and choose the one that best suits your needs. Keep track of your website’s performance and adjust to ensure optimal results. With the right approach and tools, you can take advantage of AVIF’s benefits and better transform your WordPress website’s performance and user experience.

Frequently Asked Questions (FAQs)

  1. What is AVIF?

    AVIF is a new image format that uses advanced compression techniques to achieve smaller file sizes while maintaining high image quality.

  2. How does AVIF compare to other image formats like JPEG and WebP?

    AVIF generally achieves smaller file sizes than JPEG and WebP while maintaining the same or better image quality.

  3. What are the benefits of using AVIF for web imagery?

    The benefits of using AVIF for web imagery include faster website load times, improved website performance, and reduced bandwidth usage.

  4. What browsers support AVIF?

    Currently, AVIF is supported by Chrome, Firefox, and Opera web browsers. However, it is not yet supported by Safari or Internet Explorer.

  5. How can I convert images to AVIF format?

    Several tools are available for converting images to AVIF format, including online converters and software such as Adobe Photoshop, GIMP, and ImageMagick.

  6. Are there any limitations or drawbacks to using AVIF?

    One limitation of using AVIF is that it is not yet widely supported by web browsers. Additionally, converting images to AVIF format can be computationally intensive and require more processing power.

  7. What is the future of web imagery and image compression?

    The future of web imagery and image compression will likely involve continued advancements in compression techniques and new image formats, such as AVIF, that provide smaller file sizes and faster website load times.

  8. Can using AVIF improve website SEO?

    Using AVIF can improve website SEO by improving website performance and user experience, which are factors that search engines consider when ranking websites.

  9. How can I ensure AVIF images are optimized for website performance?

    You can ensure that AVIF images are optimized for website performance by using proper compression techniques, optimizing image dimensions, and reducing the number of images on a webpage. Additionally, using lazy loading techniques can help improve website performance by loading images only when needed.

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